AI is creating a watershed moment for indie agencies.

Many agency folk are excited. Many are anxious. Everything is moving too fast. People are being replaced. The expectation for AI adoption is high, but the ‘how’ remains unclear. 
As an industry, we’re prizing human craft more than ever and rallying against AI slop, but knowing that high AI capability is now just table stakes. Big networks are building tools and running mature programmes, while most indies are still experimenting and self-training without budget or structure, in torrent of arguably the biggest change in our industry’s history.

The gap is widening; not through creativity, but through capability. The question is: how do indies compete when the holdcos are industrialising AI?

My mission is to help creative organisations cut through all the noise, hype and hypocrisy, and bring practical, ethical, human-first AI evolution to their business. I focus on practical progress through simple workflow updates, through to full agentic systems, whether the team is in creative, finance or anything in between. At heart, I will always be a creative, which is why all my work is in aid of helping agencies do better, more crafted and more engaging work, whilst reducing the burnout culture which has powered our industry for decades.

I’m a partner with some of the biggest names in AI tech, part of AI Marketers Guild and I work with a partner network of highly experienced AI experts from ops to system builders. I design, build, train and deliver ethical, repeatable AI systems that elevate creativity, strengthen teams, and improve commercial performance. All so we can get to what really matters - creating the best work of our lives, time and again.